Media Effects on High School and University Students’ Views on Popular Clothes

Xiaomeng Ling; Liyu Yang; Chun Zhan; Jingxin Zhao

doi:10.2991/assehr.k.211220.449

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Media Effects on High School and University Students’ Views on Popular Clothes

Authors

Xiaomeng Ling¹^{, *}^{, †}, Liyu Yang²^{, †}, Chun Zhan³^{, †}, Jingxin Zhao⁴^{, †}

¹Chongqing NO.1 International Studies School, Chongqing, 401122, China

²Shanghai Shixi High School, Shanghai, 200040, China,

³Newcastle University, Media, Culture, Communication and cultural studies, School of Arts and Cultures, Newcastle Upon Tyne, NE1 7RU, the Unite Kingdom

⁴Beijing 21st century international school, Beijing, 100142, China

^†

These authors contributed equally.

^*Corresponding author. Email: guanghua.ren@gecacademy.cn

Corresponding Author

Xiaomeng Ling

Available Online 24 December 2021.

DOI: 10.2991/assehr.k.211220.449 How to use a DOI?
Keywords: popular brands; social media; psychological comparison; imitative behavior
Abstract: The theme of our research is the influence of popular logo on the behaviour of high school and college students. More and more high school and college students are attracted by popular brands, and it seems that popular logo becomes a fashion trend within those student communities. For this phenomenon, we consider that media plays an important role in this kind of consumer behaviour. In contemporary society, because of the rapid development of media, its influence needs to be taken seriously, especially on young people, which contributes to understand and change the consumer psychology of those people. In order to obtain relevant data for our research, we use a questionnaire with 15 individual questions. The answers to the questionnaire are used to analyse the correlation between the research question we proposed and the respondents’ perspectives. Overall, we investigate respondents’ opinions from three aspects, consumption idea, influence factor, and views on actions. In conclusion, the answers to the questionnaire and our analysis suggest that popular logos have an irreplaceable and unique domain in the clothing market nowadays. Meanwhile, social media greatly promote the popularity of those brands. It can be seen from the influence of external packing, spokesperson and indirect advertisement on these students’ choices of popular brands. Besides, most young people pursuit those clothes mainly because popular logos fit their preferences and they are generally rational for the consume on popular logos. In the era of media, it is significant to realize the media effect and shape the correct consumption values of high school and college students on these popular brands.
Open Access: This is an open access article under the CC BY-NC license.

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Volume Title: Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021)
Series: Advances in Social Science, Education and Humanities Research
Publication Date: 24 December 2021
ISBN: 10.2991/assehr.k.211220.449
ISSN: 2352-5398
DOI: 10.2991/assehr.k.211220.449 How to use a DOI?
Open Access: This is an open access article under the CC BY-NC license.

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ris enw bib

TY  - CONF
AU  - Xiaomeng Ling
AU  - Liyu Yang
AU  - Chun Zhan
AU  - Jingxin Zhao
PY  - 2021
DA  - 2021/12/24
TI  - Media Effects on High School and University Students’ Views on Popular Clothes
BT  - Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021)
PB  - Atlantis Press
SP  - 2601
EP  - 2606
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211220.449
DO  - 10.2991/assehr.k.211220.449
ID  - Ling2021
ER  -

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